The Sunday News
Patience Madambi
THAT the dominance of traditional supermarket giants TM, OK and SPAR as well as other local suppliers such as Jaggers, Chitrins and Makro would eventually come to an end was a once upon a time story that seemed incomprehensible.However, this unforeseen reality was made apparent to the discerning at the height of economic turmoil and food shortages in the 2008 to 2009 period when astute business opportunists assessed the environment correctly and rushed in to fill the gaps with basic commodities imported from neighbouring countries.
Basic supplies included sugar, meat products, flour, sugar beans, peanut butter, mealie-meal, milk, salt and other foodstuffs commonly found in a typical Zimbabwean pantry.
For a while, Bulawayo was threatened with an overload of supermarkets characterised by brand names such as Buscod and Tasha’s as well as other non-descript grocery corner stores while the then popular supermarkets seemed aloof to the needs of consumers and continued to display empty shelves.
However, after the introduction of the multi-currency system and the economy had started to show signs of recovery, the new convenience stores began to show strain and failed to cope with the intricacies of running such a business as most had borrowed heavily in the capricious environment.
The traditional supermarkets, which had failed in their mandate to service consumers when it mattered most, somehow survived but try as they may, the shine of their former glory could not be regained and neither could they lure back former customers who had in the meantime devolved.
The hard times had forced consumers to acquire new shopping habits and priority had shifted to pricing and simplicity over choice and sticking to premium quality assured service and products.
The traditional grocery suppliers had let the consumer down and battered whatever loyalty and faith that had been built over the years.
And so the introduction of supermarket brands Choppies and Pick ‘n Pay is actually welcomed by the consumer and offers choice over dealing with non-appreciative service providers who sometimes leave the public baffled.
However, Choppies and PnP will naturally give the erroneous impression that MORE supermarkets have been added to the choice of grocery shopping in the city when in fact, they are simply taking up the space previously occupied by SPAR and TM respectively. So, same space, same service but different name.
Of course the public relations message right now is that they are SHARING the space and customer base and to prove this, the names of SPAR, TM and even Solomon’s remain painted on the walls alongside the ‘visitors’.
Ironically, Choppies and Pick ’n Pay are originally from Botswana and South Africa respectively and will shelf a good number of imported goods from their countries at a time when Zimbabwe is struggling to promote local products and the re-ignition of local industry through the Buy Zimbabwe campaign.
It is, however, encouraging noting local business in the form of Greens Grocers holding their own and responding to consumer needs in both product and competitive pricing as well as customer care. Greens also played a recognisable role during the hard years and managed to weather the storm and now boasts a number of outlets in the city.
For the new players — Choppies and Pick n’ Pay to receive an enduring customer base, competitive pricing and good old customer care should be topmost because at the end of the day, the customers will indeed prove that they are king.
The Bulawayo/Matabeleland consumer expects to be treated royally as new food outlet Chicken Slice was made aware when due diligence was neglected in their vernacular advertisements which were unveiled during their official launch just before Christmas.
So here’s to service providers presenting a fresh attitude towards consumers in 2015.
Patience Madambi is a PR consultant and chat pertaining to public relations strategy is welcome on 077 4317070.
